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He didn't did he, the spirits told him that the glukkons are digging up the bones, so he goes to investigate, but when he sees the label on the bottle, he then realised just why the bones were being mined.
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This makes the most sense. The other Muds not caring about or realizing the ingredients could also act as a parallel to consumers eating and drinking products without ever bothering to check what's in them. That seems like a very OWI-esque message.
But it also just serves the purpose of the plot
